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Zeitschrift für Betriebswirtschaft

, Volume 79, Issue 1, pp 7–30 | Cite as

Kann zu viel Kundenorientierung nachteilig sein? Eine Analyse der Wirkung der Kundenorientierung von Verkäufern auf die Kaufentscheidung

  • Alexander HaasEmail author
Forschung

Zusammenfassung

In diesem Beitrag wird analysiert, wie das kundenorientierte Verkäuferverhalten auf die Kaufentscheidung der Kunden wirkt. Die Analyse erfolgt auf der Ebene der Dimensionen des kundenorientierten Verkaufens, namentlich Entscheidungsunterstützung, Aufbau eines positiven Gesprächsklimas und Vermeidung von Abschlussdruck. Die Ergebnisse bestätigen die indirekte Wirkung des kundenorientierten Verkaufens auf die Kaufentscheidung über die Beratungszufriedenheit. Daneben können sowohl ein direkter umgekehrt u-förmiger Effekt der Vermeidung von Abschlussdruck auf die Kaufentscheidung als auch ein direkter negativer Einfluss des Aufbaus eines positiven Gesprächsklimas auf die Kaufentscheidung nachgewiesen werden. Zudem zeigt sich, dass der Aufbau eines positiven Gesprächsklimas den stärksten Einfluss auf die Beratungszufriedenheit ausübt.

Can too much customer orientation be less effective? An analysis of the effects of customer-oriented selling on customers’ decision to buy

Summary

This research investigates the effects of customer-oriented selling on customers’ decision to buy. In so doing, the focus of the analysis is on the effects of the dimensions of customer-oriented selling, namely supporting customer decision-making, building a positive interaction climate, and avoiding pressure to close the sale. The findings of an empirical study support an indirect effect of customer-oriented selling on customers’ decision to buy through customer satisfaction with the sales interaction. The results also support a direct inverted u-shaped effect of avoiding pressure to close the sale on customers’ decision to buy as well as a direct negative effect of building a positive interaction climate on customers’ decision to buy. And building a positive interaction climate was found to have the strongest effect on customer satisfaction with the sales interaction.

Keywords

Customer orientation personal selling salespeople selling effectiveness 

JEL

M31 

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Authors and Affiliations

  1. 1.Institut für Marketing und Unternehmensführung, Abteilung MarketingUniversität BernBernGermany

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